Artificial intelligence as a game-changer or passing tech fad in journalism? A qualitative study on journalists’ perceptions and technology adoption in a Global South country

This study investigates how journalists perceive and adopt artificial intelligence (AI) technologies in their professional routines, offering timely insights into a field undergoing rapid technological change. Drawing on 20 semi-structured interviews with journalists from a range of media organizations in India, this research situates its analysis within the Global South context to explore (1) how journalists make use of AI technologies in their newswork and (2) what factors shape journalists’ adoption behavior toward AI. Acknowledging that individual experiences and contextual factors shape technology adoption, the study adopts a qualitative approach to the Technology Acceptance Model 3 (TAM3) as a guiding framework. The findings show that AI is increasingly used in journalistic communication processes, with its adoption shaped by journalists’ perceptions of its usefulness and ease of use. By combining a well-established technology acceptance framework with qualitative insights, this study contributes to a better understanding of the multifaceted factors influencing AI adoption in journalism.